UTM Link Builder
Create trackable campaign URLs with UTM parameters for Google Analytics. Track which ads, emails, and social posts drive traffic and conversions. Free, no signup.
Build Your UTM Link
The full URL you want to track
Where the traffic comes from (e.g. facebook, google, newsletter)
The marketing channel (e.g. social, cpc, email, referral)
The specific campaign name (e.g. summer-sale, product-launch)
Paid search keywords. For organic, leave blank.
Differentiate similar content or links (e.g. A/B test variants)
Your UTM Link
How It Works
UTM parameters are tags appended to URLs that tell analytics platforms where traffic came from. When someone clicks your UTM link, Google Analytics (or your analytics tool) captures these parameters and attributes that visit to the specific source, medium, and campaign.
The five UTM parameters: utm_source identifies the platform (facebook, newsletter, google). utm_medium identifies the channel type (social, email, cpc). utm_campaign identifies the specific campaign (summer-sale, webinar). utm_term tracks paid search keywords (optional). utm_content differentiates similar links (optional, useful for A/B testing).
Naming conventions matter: Use lowercase and hyphens instead of spaces. Be consistent (always "facebook" not sometimes "Facebook" or "fb"). Consistency makes your analytics reports clean and meaningful. Document your naming convention so your team follows the same rules.
Where to use UTM links: Use them for all external campaigns - social media posts, email newsletters, paid ads, partner links, QR codes, printed materials. Do NOT use them for internal links on your own site (they corrupt analytics data by restarting sessions).
Example UTM Links
Facebook Ad Campaign
Source: facebook, Medium: cpc, Campaign: spring-sale-2026, Content: carousel-ad
https://example.com/shop?utm_source=facebook&utm_medium=cpc&utm_campaign=spring-sale-2026&utm_content=carousel-ad
Email Newsletter
Source: newsletter, Medium: email, Campaign: february-2026
https://example.com/blog/new-post?utm_source=newsletter&utm_medium=email&utm_campaign=february-2026
Instagram Bio Link
Source: instagram, Medium: social, Campaign: bio-link, Content: profile
https://example.com/?utm_source=instagram&utm_medium=social&utm_campaign=bio-link&utm_content=profile
Frequently Asked Questions
What are UTM parameters?
UTM parameters are tags added to URLs to track marketing campaigns in analytics. They tell you where traffic came from (source), how it got there (medium), and which specific campaign drove it. Essential for measuring ROI on ads, emails, and social posts.
Which UTM parameters are required?
Only three are required: utm_source (where traffic comes from, like "facebook"), utm_medium (how it got there, like "social" or "email"), and utm_campaign (campaign name, like "summer-sale"). utm_term and utm_content are optional for additional tracking.
How do I track UTM links?
In Google Analytics 4, go to Reports > Acquisition > Traffic acquisition to see Session campaign, Session source, and Session medium. Track conversions with key events instead of the old Universal Analytics goals.
Should I use UTM parameters for internal links?
No. UTM parameters on internal links (links within your own site) will restart sessions in Google Analytics and corrupt your data. Only use UTMs for external campaigns - ads, emails, social posts, partner sites.
What is the best UTM naming convention?
Use lowercase, hyphens instead of spaces, and be consistent. For source: platform name (facebook, google, newsletter). For medium: channel type (social, cpc, email). For campaign: descriptive name (spring-sale-2026). Consistency makes reporting easier.
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